All future Barbie titles “will be written to inspire girls’ imaginations and portray an empowered Barbie character”, Barbie manufacturer Mattel has said, after apologising for the Barbie I Can Be A Computer Engineer book and pulling the problematic title from online sale. The book had caused outrage this week for showing Barbie entirely dependent on the help of men to actually be a computer engineer.

First published in 2010, the title was brought to the internet’s attention earlier this week by a blog from the author Pamela Ribon. Ribon quoted a scene from the story in which Barbie tells Skipper: “I’m designing a game that shows kids how computers work … You can make a robot puppy do cute tricks by matching up coloured blocks!” But Barbie goes on to admit: “I’m only creating the design ideas … I’ll need Steven and Brian’s help to turn it into a real game!”

Later Barbie, who wears her flash drive on a pink heart-shaped necklace, gets a computer virus, and infects Skipper’s computer. Ribon quotes: “Hi, guys,” says Barbie. “I tried to send you my designs, but I ended up crashing my laptop — and Skipper’s too! I need to get back the lost files and repair both of our laptops.”

“It will go faster if Brian and I help,” offers Steven.“Great!” says Barbie.”

“The Barbie I Can Be A Computer Engineer book was published in 2010. Since that time we have reworked our Barbie books. The portrayal of Barbie in this specific story doesn’t reflect the brand’s vision for what Barbie stands for,” said Mattel. “We believe girls should be empowered to understand that anything is possible and believe they live in a world without limits. We apologise that this book didn’t reflect that belief. All Barbie titles moving forward will be written to inspire girls’ imaginations and portray an empowered Barbie character.”

Author Susan Marenco, meanwhile, told ABC News that she had been asked to write about Barbie as a “designer”. “Maybe I should have made one of those programmers a female – I wish I did,” she added. “If I was on deadline, it’s possible stuff slipped out or I quietly abided by Mattel without questioning it. Maybe I should have pushed back, and I usually I do, but I didn’t this time.”

Pushback has been quick elsewhere, with PhD student Casey Fiesler remixing the title to provide a new version “with less sexism”. “If girls start making videogames, they’ll take out all the hot chicks,” mutters Ken in this new version. “And they’ll all be about puppies and picking out hairstyles.” “Don’t be a moron, Ken,” says Barbie. “You spend more time on your hair than I do.”

“The problem isn’t even that Barbie isn’t a ‘real’ computer scientist because she isn’t coding,” writes Fiesler. “The problem is the assumption that she is a designer, not a coder, and the coders are boys. (There are also problems with nonsense explanations for computer viruses, taking credit for other people’s work, and inexplicable pillow fights.)”

Barbie is on a Sports Illustrated cover and starring in a live-action film – meanwhile her sexualised beauty and unrealistic proportions continue to ignite arguments about feminsim and negative body image, says Eva Wiseman